Prosecco DOC is strengthening its international presence with the “Share the Magic of Summer” campaign, a communications initiative that took place throughout the summer of 2026 in the United Kingdom and the United States—two strategic markets for the appellation.
The campaign was launched with the goal of showcasing Prosecco DOC through a contemporary and engaging narrative, associating it with moments of togetherness and the desire to enjoy and share summer experiences. This multi-channel initiative is designed to reach audiences in their everyday settings and on major entertainment platforms.
United Kingdom
Following the excellent results achieved last year, “Share the Magic of Summer” has returned to the United Kingdom with a new communications campaign dedicated to the summer season.
From August 10th to 30th, the campaign brought some of London’s main Underground stations to life, featuring five strategic hubs across the city: Charing Cross, Tottenham Court Road, Waterloo, London Bridge, and Bond Street.
The presence in these subway spaces brought the world of Prosecco DOC to the heart of the British capital, reaching a broad, international, and diverse audience every day and strengthening the appellation’s visibility in one of its key markets.
The initiative will also continue in the fall with the “Dreamland” campaign, scheduled from September 21st to October 15th, featuring posters displayed on London’s main public transportation systems—including the Underground, buses, and the Overground—ensuring widespread visibility across much of the city.
United States of America
Alongside its activities in the United Kingdom, “Share the Magic of Summer” also reached audiences in the United States through a dedicated campaign on major streaming platforms.
From August 7th to September 6th, 2026, a 30-second commercial aired for 30 consecutive days on Connected TV, reaching consumers in 15 strategic metropolitan areas, including New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Las Vegas, Dallas, and Washington, D.C.
The campaign was distributed across some of the leading streaming platforms in the U.S. market, including Hulu, Tubi, Peacock, Disney+, Paramount+, Pluto TV, and HBO Max, with the schedule optimized throughout the campaign to maximize reach and communication effectiveness.
The use of Connected TV made it possible to deliver the Prosecco DOC message within a viewing context that is increasingly relevant to the American public, expanding the appellation’s presence and strengthening its recognition among strategic consumer segments.
An international campaign to showcase summer through the lens of Prosecco DOC
The initiatives launched in the United Kingdom and the United States are part of a broader international promotional strategy for Prosecco DOC, which aims to strengthen awareness and recognition of the appellation through communication tools designed to reach diverse audiences in the most relevant contexts.
From the London Underground to U.S. streaming platforms, “Share the Magic of Summer” brings the Prosecco DOC message to two key markets through a widespread and contemporary presence that highlights the themes of sharing, conviviality, and the Italian lifestyle.
The campaign also reaffirms the Consortium’s commitment to consolidating Prosecco DOC’s international presence and maintaining a constant dialogue with consumers through increasingly innovative communication methods that align with their habits.
